Posts Tagged ‘Greg Norman’

The Fame Game

Thursday, October 8th, 2009

Most people fall into the fame game unexpectedly. Often they have a special talent that puts them in the spotlight whether it be in sports, TV, music or film.

I don’t know many people who actively pursue a career for fame alone. If they did then they would never make it. Fame is often a by-product of success or in some cases a necessity to achieve success.

Having worked with my fair share of ‘famous’ people I can tell you that most are incredibly uncomfortable with the fame game. Sure, they enjoy some of the perks but after experiencing the dizzy heights of fame, most would take the money and leave out the fame if given the choice.

The biggest downside to the fame game is that there is no off and on button. You can’t switch it off on a bad day. When times are good and the press positive, famous people will happily stand in the spotlight and do star jumps. But come tough times and negative press, the same people want to turn the light off and curl into a ball.

This inability to turn the light off still troubles the most experienced famous people, you only have to look at the Greg Norman / Chris Evert story. Greg has never had a problem using his fame to build a successful business empire and was more than happy to tell the world about his new relationship (picture Greg under a spotlight doing star jumps) but then it broke down. Suddenly a relationship that was everyone’s business, is now no ones business according to Greg. The game doesn’t work that way.

The point I’m trying to make is this. Whether you’re already famous or you’re chasing a career with the potential to be famous, you gotta realise that the light stays on through the good, bad and the downright ugly. If you can accept this as reality and you are comfortable to wear the consequences in the tough times then go ahead and turn that light on.

rbon938l

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Brand Building Part 2

Tuesday, May 12th, 2009

Most brands start off by targeting a niche market before they go for the masses. Coke was originally a patent medicine targeted at those with health ailments before it went on to appeal to a broader market.

For athletes it’s the other way around.

Athletes often burst on the scene appealing to a broad demographic which allows them to capitalise on a number of sponsors across different markets. But if they want to continue a successful brand post retirement they must concentrate on appealing to a niche market.

At the peak of an athletes career it’s easy to be everything to everyone. But eventually they will lose the qualities that made their brand and they will have to adapt and narrow their target market to attract sponsors.

So the trick to prolong the brand life of any athlete is to move into a niche market – make their name stand for something.

When you think Robert de Castella you think health and nutrition. When you think Nicole Livingstone, you think expert swimming commentator. When you think Greg Norman, you think business and golf course design.

For athletes nearing the end of their career, work on aligning yourself with a very niche passion that will stand you out from the crowd. Give your name credibility in one special area and watch as your popularity continues (albeit in a smaller market).

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10 Things That Make an Australian Athlete Marketable?

Wednesday, May 6th, 2009

1. Sport – a national sport with free to air coverage and a global presence (eg. tennis, golf, cricket, football, swimming). Rugby League players for example don’t command big sponsorships because they appeal primarily to Sydney and Brisbane audiences only. That doesn’t mean they can’t earn good money but they’ll never be Australia’s most marketable athlete. Think Ricky Ponting

2. Winner – Australians love a winner. And the more fierce the competition (underdog status) the better. An athlete can have every quality in the book but if they aren’t winning then forget it. How you win is also an important factor. Is the athlete sinking 20ft putts like Tiger Woods to win, taking 5 wickets on the last day of Test Match like Shane Warne or breaking world records? Think Ian Thorpe

3. Good Looks – This is not an absolute must but don’t underestimate the power of good looks. This attribute appeals strongly to fans not to mention brands looking to invest in athletes. Why do you think movies use good looking actors and actresses? Sometimes an athlete can build a career on good looks alone but this will be short lived if you aren’t doing the point above. Think Stephanie Rice.

4. Media Skills – does the athlete present well in front of the camera? How do they stand, do they make strong eye contact, do they project their voice with clarity? Do they understand and respect the media’s role in their sport? And do they do it all with a warm personality and a smile on their face? Think Lucas Neill.

5. Clean Image – are they someone you could take home to meet the parents? Do they demonstrate strong values? Avoiding drinking, swearing or smoking is a winning combination here. Think Adam Gilchrist.

6. Gracious – everyone likes a winner but Australians don’t react well to arrogance or big headiness. You only have to look at the recent criticism of the Australian Cricket team. Personally I like the way they play but it seems the masses don’t so if you want to avoid tall poppy syndrome, be super humble. Think Pat Rafter.

7. Great with Fans – fans pay the athletes wages. So it makes sense the public respond well to athletes who really appreciate their fans. The most marketable athletes don’t avoid their fans, they embrace them and do their best to connect with them on different levels. It’s all about giving back to the people who support them. Think Brett Lee.

8. Integrity – athletes who stand up for what they believe in and who are consistent with their image gain respect from the public. A good example is an athlete who chooses only to endorse brands and products they really believe in. Think Cadel Evans.

9. Charitable – if you’re an athlete earning big money doing something you love then the public expect you to give back to the community. It can’t be all sponsor appearances and paid gigs, people love when an athlete uses their celebrity and wealth to benefit a greater cause. Think Glen McGrath.

10. The X-Factor – or originality / uniqueness. This can make or break some athletes. It’s easy to be a clone but being unique makes you stand out. Having a distinctive presence, charm or edge to your personality is incredibly powerful. Think Greg Norman.

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Posted in Cricket, Football, Media, Sponsorship, Tennis | 7 Comments »